Cadburys plays with Augmented Reality

To date I have failed to get particularly excited by the Cadburys Spots v stripes campaign.

This gaming idea (recently written about in Brand Republic) based on Augmented Reality looks fun and arguably a clever way to get consumers to engage in a unique brand experience.

Will it get noticed? Possibly. (It depends on the tactical support plan.)

Is it relevant? I guess so.

Will it get talked about? I have no idea but will watch with interest.